(Almost) everything ever written about game-based research methods

All references are in alphabetical order. Any notes that I have made to help you will start with [B.A] and are written in green. This list includes everything I’ve been able to find to-date on game-based research methods and more will be added as more articles/papers/conference talks are written/found. Have something to contribute? Get in contact with me to let me know if there is something that’s missing from this page.


Books that cite game-based research methods

ESOMAR (Eds.) York, S., and Poynter, R. (2013) Answers To Contemporary Market Research Questions (3rd Ed.) Publisher unknown. Publication location unknown.[B.A] ESOMAR includes its’ own definition of Gamification for research in the books’ glossary. This is located at the back of the book.

Kaden, R. J., Linda, G., & Prince, M. (2011) Leading Edge Marketing Research: 21st-century Tools and Practices. U.S.A.: SAGE Publications


Thesis on game-based research methods

Chinchwadkar, A. (2014) Comparing the Methodology of Research Games VS. Text Based Survey by Analysing the Data Variance; A Step Towards Establishing The Methodological Soundness of Research Games. M.B.A.. Thesis. Mudra Institute of Communications, Ahmedabad (MICA): India.


Papers on game-based research methods. 

(I have noted their focus on gamification, or games, in the context of online research).

Below are ALL papers produced to date concerning game-based research methods. This includes ‘gamification’ and fully-fledged games which are referred to in these papers as ‘ResearchGames’, ‘research games’ and ‘survey games’.

Adamou, B. (2011) The Future of Research Through Gaming, Proceedings of CASRO Online conference, Las Vegas, USA. [Online] Available from: http://www.researchthroughgaming.com/publication/view/the-future-of-research-through-gaming/ [Accessed: 29/12/14].

Adamou, B. (2013a). ResearchGames As A Methodology: The impact Of Online ResearchGames Upon Participant Engagement And Future ResearchGame Participation, Association of Survey Computing Conference, University of Winchester, UK. Available from: http://www.researchthroughgaming.com/publication/view/researchgames-as-a-methodology-the-impact-of-online-researchgames-and-game-components-upon-participant-engagement-and-future-researchgame-participation-by-betty-adamou/. [Accessed: 29/12/14].

Bailey, P., Kernohan, H. and Pritchard, G. (2013) The Role of Gamification in Better Accessing Reality and Hence Increasing Data Validity, Proceedings of the Association of Survey Computing Conference, University of Winchester, UK 2013. Available from: http://www.asc.org.uk/events/previous-events/september-2013/presentations. [Accessed: 19/04/14].

Bailey, P., Pritchard, G. & Kernohan, H. (2015) Gamification in market research: Increasing enjoyment, participant engagement and richness of data, but what of data validity? (2015) Accessed online via: https://www.mrs.org.uk/ijmr_article/article/103651 

Downes-Le Guin, T., Baker, R., Mechling, J., & Ruylea, E. (2012) Myths and Realities of Respondent Engagement in Online Surveys. International Journal of Market Research, 54(5), 1-21. doi: 10.2501. Available from: http://www.marketstrategies.com/user_area/content_media/Online_Survey_Engagement.pdf. 
[Accessed: 28/05/14].

Findley, K. & Alberts, K. (2011) Gamification: The Reality Of What It Is…And What It Is Not, Proceedings of ESOMAR Congress 2011 Research Reloaded. [Accessed: 20/09/15]. https://www.esomar.org/web/research_papers/Trend-Spotting-Watching_2272_Gamification.php

Harrison, P (2011) The Researchification of Games, Proceedings of ESOMAR 3D Conference, Miami, United States. Available from: http://media.brainjuicer.com/media/files/The_Researchification_of_Games_-_ESOMAR_3D_2011.pdf [Accessed: 28/12/14].

Koenig-Lewis, N. Marquet, M., & Palmer, A. (2013) The Effects of Gamification on Market Research Engagement and Response, In: Doherty, A. M. (ed.): Marketing Relevance -Academy of Marketing Conference, 8-11 July 2013, Pontypridd: University of South Wales, ISBN: 978-1-909838-00-0. Available from: http://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0291_paper.pdf [Accessed: 11/12/14].

Malinoff, B. & Puleston, J. How far is too far: Traditional, flash and gamification interfaces, and implications for the future of market research online survey design (2011) Proceedings of ESOMAR: 3D Digital Dimensions, Miami, October 2011. https://www.esomar.org/web/research_papers/Web-Panel_2295_How-far-is-too-far.php

Mavletova, A. (2014) Web Surveys Among Children and Adolescents: Is There a Gamification Effect? Social Science Computer Review pages 1-27. SAGE Publications. Available from: http://ssc.sagepub.com/content/early/2014/08/01/0894439314545316.abstract [Accessed: 11/12/14].

Puleston, J. & Rintool, D. (2012) Can survey gaming techniques cross continents? Examining cross cultural reactions to creative questioning techniques. Accessed online via: https://www.esomar.org/web/research_papers/Concept-Testing_2357_Can-Survey-Gaming-Techniques-Cross-Continents.php

Sleep, D. & Puleston, J. (2011) The Game Experiments. Researching how gaming techniques can be used to improve the quality of feedback from online research. Accessed online via: https://www.esomar.org/web/research_papers/Projective-Techniques_2284_The-game-experiments.php

Van Zoonen, L., Turner, G,. and Adamou, B. (2013) Research Through Gaming: Public Perceptions of (the Future of) Identity Management. SAGE Book of Methods. Available from: http://srmo.sagepub.com/view/methods-case-studies-2013/n39.xml [Accessed 19/04/14].

Van Zoonen, L., & Turner, G,. (2013) Taboos And Desires Of The UK Public For Identity Management In The Future: Findings From Two Survey Games. Available from: http://tinyurl.com/pmh4rky [Accessed 19/04/14].

Yagi, F., de Siqueira, L., & Rodrigues, L. (2013) Let’s Go Game!: Borders of advantages and gains for gamification compared to in-depth-interviews. Accessed online via: https://www.esomar.org/web/research_papers/In-Depth-Interviews_2543_Let-s-Go-Game.php


Articles and blogs about game-based research methods

Anderson, J. (2013) The State of Gamification In Market Research. Available from: http://www.greenbookblog.org/2013/04/08/the-state-of-gamification-in-market-research/ [Accessed: 29/12/14].

Appleton, E. (2012) Gamification in Market Research – Is Engagement More Important Than Bias? [Online] Available from: http://www.greenbookblog.org/2012/06/06/gamification-in-market-research-is-respondent-engagement-more-important-than-bias/ [Accessed: 26/11/14].

Barber, T (2011) Debating Research Gamification [Article and Video Recording] Available from: http://www.greenbookblog.org/2011/12/19/debating-research-gamification/ [Accessed: 19/04/14].

Billings, H.C. (2013) VideoGames! Science! Research! Having Fun Officially Makes Things Better [Online], Available from: http://www.gameskinny.com/1182/video-games-science-research-having-fun-officially-makes-things-better (online) Game Skinny. Published 13th February 2013. [Accessed: 22/12/14].

DirectionFirst (2012) Gamification: FAD or Biggest Disruption in the History of Surveys? Or Maybe Just Bringing the Love Back? [Online] Available from: http://www.directionfirst.com/ourthinking/blog1.php/gamification-fad-or-biggest-disruption-1 
[Accessed: 25/11/14].

Dreyfus, R. (2013) Gamification- Engagement Technique That’s Making Waves [Online] Available form: http://www.greenbookblog.org/2013/06/04/gamification-engagement-technique-thats-making-waves/ [Accessed: 28/05/14].

Ewing, E. interviewed by Hallam, S. (2012) Four Types Of Gamification Can Be Used in Market Research [Online] Availble from: http://theicg.co.uk/opinion/6000072/four-types-of-gamification-that-can-be-used-in-market-research [Accessed: 08/10/14].

Jeavons, A. (2011) The Power of Play [Online] Available from: http://www.greenbookblog.org/2011/08/31/the-power-of-play/ [Accessed: 23/10/14].

Marinner, V. (2011) Is Survey Gamification a Lasting Trend or a Fad?” [Online] Availble from: http://rmsbunkerblog.wordpress.com/2011/11/16/is-survey-gamification-a-lasting-trend-or-a-fad/ [Accessed: 30/12/14].

Michalis, M. (2013) How To Use Gamification In Online Market Research [Online] Digital MR. Available from: http://www.digital-mr.com/blog/view/how-to-use-gamification-in-online-market-research [Accessed: 08/10/14].

Pettit, A. (2012) Gamification of Surveys in the Real World. [Online] http://www.business2community.com/marketing/gamification-of-surveys-in-the-real-world-0301831 [Accessed: 01/10/14].

Poynter. R., (2012) Understanding Gamification [Online], Available from: http://www.visioncritical.com/blog/understanding-gamification [Accessed: 29/12/14].

Sleep, D. (2012) Improving Online Market Research Through Gamification [Online], Digital Marketing Hub. The Guardian, 15 August 2012. Available from: http://www.theguardian.com/media-network/media-network-blog/2012/aug/15/online-market-research-gamification. [Accessed 20/12/14].

Wisniowski, D. (2014) Gamification In Market Research: Interest, Curiosity and Misconception [Online], VUE magazine, Available from: http://issuu.com/mria-arim/docs/vue-julaug-2014 July/August 2014 edition. [Accessed 19/04/14].

Conference talks on game-based research methods

Findley, K & Alberts, K. (2011). Gamification: What It Is … And What It’s Not, Proceedings of ESOMAR Congress, 2011, Amsterdam.

Goldstein, D., Becker, S., & Sweeny, T. (2013) Getting Serious About Play: Observations from an Experiment in Gamified Research.” Proceedings of CASRO Online Conference, March 7th – 8th 2013, San Francisco, USA. Available from: https://c.ymcdn.com/sites/www.casro.org/resource/collection/0A81BA94-3332-4135-97F6-6BE6F6CEF475/Paper_-_Terry_Sweeney_-_Cross_Tab_and_Dan_Goldstein_and_Steve_Becker_-_db5.pdf [Accessed: 22/12/14].

Kaul, A., Narang, R. & Shant, M., (2014) Gamijoint: Improving Conjoint Through Gamification, Proceedings of CASRO Digital Research Conference conference, San Antonio, TX, Available online via: http://c.ymcdn.com/sites/www.casro.org/resource/collection/E0F10496-BE87-48E8-8746-521D403EE4A2/Paper_-_Anil_Kaul_and_Rajat_Narang_-_AbsolutData_Analytics.pdf [Accessed: 30/12/14].

Malinoff, B., and Puleston, J., (2011) How Far Is Too Far? Traditional, Flash and Gamification Interfaces, and Implications for the Future of Market Research Online Survey Design. Proceedings of ESOMAR 3D Digital Dimensions conference, Miami, U.S.A.: WARC

Pallini, K. Verhaeghe, A. Langer, B. (2014) Collaborating Beyond Responding: Creating Engaging Surveys Which Capture The Complex Consumer Reality. Proceedings of Market Research Society Annual Conference, 2014. Page 2. WARC Publications. [Accessed: 20/12/14].

Puleston, J. & Sleep, D. (2008) Measuring the value of respondent engagement; Innovative techniques to Improve panel quality. Proceedings of ESOMAR Panel Research, 2008.

Puleston, J. & Sleep, D. (2011) The Game Experiments: Researching How Gaming Techniques Can Be Used To Improve The Quality Of Feedback From Online Research, Proceedings of ESOMAR Congress conference, 2011.

Sweeny, T., Goldstein, D., Becker, S (2011) Getting Serious About Play. CASRO Conference. Available from: https://c.ymcdn.com/sites/www.casro.org/resource/collection/0A81BA94-3332-4135-97F6-6BE6F6CEF475/Paper_-_Terry_Sweeney_-_Cross_Tab_and_Dan_Goldstein_and_Steve_Becker_-_db5.pdf [Accessed 20/12/14].


Slides that are available online concerning game-based research

Survey Analytics: How to Design a Gamified Survey. Available online via:  http://www.slideshare.net/surveyanalytics/how-to-design-a-gamified-survey Last accessed 10th December 2014.

Veris, E. (2011) Gamification in Market Research. Available from: http://www.slideshare.net/eliasveris/gamification-in-market-research. [Accessed 08/10/14].


Industry reports that include information on game-based research methods

GRIT Report Spring (2011). Available from: http://issuu.com/researchshare/docs/grit-spring-2011-full?e=2864560/2653077

GRIT Report Spring (2012) Available from: http://issuu.com/researchshare/docs/grit-spring-2012-full-report

GRIT Report Winter (2013) Available from: http://issuu.com/researchshare/docs/grit-winter-2013

GRIT Report (2014) Available from: http://www.greenbook.org/grit